How do you make sure you know which campaign brought each visitor or lead?

What the interviewer wants to hear

• Uses UTM parameters with a consistent naming convention
• Sets up analytics events and key events
• Connects ad platforms and CRM
• Checks tracking before launch

Model answer

First I tag every non-search link with UTM parameters for source, medium and campaign, using a shared naming sheet so everyone writes lowercase and uses the same words. Google Ads uses auto-tagging. In GA4 I set up events for important actions like form submits or purchases through Google Tag Manager and mark them as key events. I pass the UTM or click ID into hidden form fields so the CRM stores the source with each lead, which lets me see lead quality and revenue by campaign later. Before launching, I test the full path myself, click the ad, submit a test form and confirm it appears in GA4 debug view and the CRM. Tracking mistakes found after launch cost money and data, so testing first is worth it.

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